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Stormi Steele, the visionary founder of Canvas Beauty, has set a new milestone in the beauty industry by becoming the first creator to achieve $1 million in sales from a single TikTok live session. This historic accomplishment underscores Steele’s innovative approach and relentless dedication to her brand, which she conceived during one of the lowest points in her life.
Steele’s journey began in 2010 while she was in college, grappling with uncertainty about her future. In an interview with VoyageATL, Steele revealed that she dreamt of her business’s name and mission statement during a particularly challenging time. Motivated by this vision, she dropped out of college with only 23 credit hours remaining and a 3.7 GPA to pursue a career in cosmetology.
“I ended up dropping out of college with a 3.7 GPA and 23 credit hours left to go to cosmetology school to pursue that dream of becoming a cosmetologist. Literally, everyone thought I was crazy but within a year, I became a six-figure stylist and owned my own salon,” Steele recounted.
In August 2018, Steele transitioned from being a stylist to focusing entirely on e-commerce with the launch of her hair care product line. Starting with a cayenne pepper-infused hair serum created in her kitchen, Steele’s clients encouraged her to share the product on social media. The serum quickly gained popularity, leading to remarkable sales.
“It just ended up having a life of its own after that,” Steele told Forbes. In her first year, she sold over one million units. By 2019, the company saw significant growth, with monthly orders skyrocketing from 6,000 to over 30,000. This rapid expansion posed logistical challenges, as Steele and her husband managed the business alone. To address these issues, Steele established a fulfillment center and hired a customer service team.
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Despite facing numerous obstacles, including inventory shortages and the need to find a manufacturer for mass production, Steele’s perseverance paid off. By 2020, Canvas Beauty recorded $20 million in sales, as noted by Business Insider. The brand expanded its shipping to the U.S., Canada, and Australia by 2021, according to Forbes.
Steele’s journey reached a new pinnacle on June 8, 2024, when she became the first creator to reach $1 million in sales during a TikTok live session. The TikTok global team confirmed this achievement, marking a significant moment in both Steele’s career and the platform’s history.
“A MOMENT FOR LIFE!! … this was the $1 million live moment from here in Alabama and LA!!! I’m going to carry this with me forever! We freaking made the BLUEPRINT,” Steele celebrated in an Instagram post. “To be the FIRST person and brand to accomplish this epic feat and being a part of TIKTOK history is a dream come true! Add being a BLACK FEMALE from a no stoplight town learning on her own on top of that just makes it that much sweeter!!!”
Steele’s success with Canvas Beauty exemplifies the power of vision, resilience, and the impact of social media in modern entrepreneurship. Her story serves as an inspiration to other aspiring entrepreneurs, demonstrating that with determination and innovation, remarkable achievements are possible.
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